: Spending on fitness classes and gym memberships has surged among Gen Z, with "share of wallet" more than doubling in recent years. Pinterest Business Digital & Social Behavior
For brands, politicians, and cultural critics, the message is clear: You cannot sell to Indonesian youth. You can only join their feed. The moment you stop scrolling, you become the past. In Indonesia, the future is not coming—it is already swiping left, buying a thrifted jersey, and ordering a sweet iced tea via QR code. : Spending on fitness classes and gym memberships
Live shopping has exploded. Platforms like TikTok Shop and Shopee Live have turned teenagers into micro-entrepreneurs. A 19-year-old in Bandung isn't just scrolling; she is hosting a Live Banting Harga (price slashing live stream) selling thrifted vintage blazers. This has birthed a new archetype: the Local Brand Enthusiast who seamlessly transitions from watching a K-pop dance challenge to buying local lukis (hand-painted) shoes. The moment you stop scrolling, you become the past